MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.
This is the premise of the new Volini #PatOnTheBack campaign. It urges us to reflect on whether we are doing enough to give back to our parents. At times, we are so caught up in our own lives, that our elderly parents’ needs are overlooked. This film celebrates the small ways in which children can give back to their parents. Just being there means the world to every parent. Volini helps in overcoming pain to create magical memories.
Commenting on the campaign, Vidhi Salgoacar, Head of Sun Pharma Consumer Healthcare said, “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini and made it the No. 1 Pain Relief Brand1 of the country.”
Overcoming pain to create beautiful moments in life is what Volini is all about. Pain should never stand a chance when we are doing things that we want to. Volini stands by every son/daughter who takes the pain to reach out to their parents, especially when they need them the most. Volini supports all those who overcome pain and do something good.
The film begins with a young man rushing through the busy streets of a bustling city. As he navigates through the crowded streets, he accidently twists his ankle and is seen to be in immense pain, but he refuses to give up. He limps onwards towards his final destination which is the finish line of a marathon. He attempts to look at the finish line through the crowds, when suddenly we see an elderly man crossing the finishing line. The young man runs, despite his injury to embrace his elderly father and celebrate this momentous occasion together. The film turns full circle with the elderly man realizing that his son is in pain, and offering him Volini for pain relief. The film ends with ‘Every child who takes the pain to be there for their parent deserves a pat on the back’. It makes us wonder ‘where are we’, when those moments pass by. And Volini as a brand has always stood for being a loyal partner in times of pain.
Highlighting the creative thought process behind the campaign, Joy Mohanty, Regional President – North & East, Lowe Lintas said, “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”
MUMBAI: Open defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister Narendra Modi’s clarion call to all Indians under Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.
Open defecation is an inherent hygiene problem of rural India, more so with women whose safety is always ignored and compromised. So much so that it is a torture for rural women to defecate in the open – a problem which has been ignored by the male members since many generations – as a result of which women are teased, taunted, and even raped while going out to relieve themselves. To highlight this plight, Lowe LintasAhmedabad came up with a unique idea for Astral Pipes: time for women to take revenge at the casual attitude shown by the male members in spite of Government of India funding the construction of toilets under the Swachh Bharat Mission.
Sharing his thoughts on the need to be associated with this social cause, Astral sr business development manager Kairav Engineer said, “Astral Pipes is a leader in the CPVC pipes category. Our leadership is attributed to our single-minded focus on innovating to create efficient water management products. But, at one end where we are pioneering products that improve the quality of sanitation management in our country, there are still thousands of women who are denied basic sanitation, forcing them to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation amongst those who are the most inflicted, but also support the Government’s Swachh Bharat initiative by creating awareness among masses and playing our part as responsible corporate citizen.”
The film is set in a rural background where few men are seen making a beeline to the open fields as part of a ritual that’s as old as humanity itself. What seems like a normal routine is actually a disturbing trend where they head out in the open at the dawn of sunrise every day to relieve themselves. This habit has led many womenfolk to follow suit without actually wanting to partake of the habit. Dreadful as they are when they venture out due to fear of being spotted or followed or even picked upon by passer-byes, womenfolk have very little choice as the men refuse to take cognizance of the dangers that face them every passing day. But this can no longer be a casual affair and the womenfolk have found just the right way to teach the men a lesson.
Acting as moral brigades, the womenfolk are shown surrounding the men as they take positions in the field to carry out their morning routine. In a single chorus, they belt out a meaningful rendition that despises the actions of men for ignoring threats faced by women when it comes to open defecation. So much so that they make them realize the importance of constructing toilets in their own homes instead of surviving on external factors. In the end, the men come to terms with the importance of building toilets at home so that the womenfolk feel secure and basic hygiene is maintained.
Elucidating on the campaign thought, Lowe Lintas ED Sagar Kapoor said, “We are very excited to begin the Social Mission journey with brand Astral. The issue of open defecation has been taken up by many brands and authorities. And thankfully so. There’s so much to be done in the area. The irony is the rural menfolk take this issue as lightly as a nag by the women. While on the other hand open defecation has drastic outcomes like eve teasing, rape and even murders of women. Our communication piece therefore has taken a very different tone and pitch, to bring about not just awareness but also effect change.”
The film has been launched on the online as well as offline platform and will be pushed extensively across government-promoted outdoor initiatives as well
MUMBAI: In a unique attempt to create realism, BBH India has released an ad film for the pharma firm Abbott Healthcare Pvt Ltd on TV and digital on 22 May, featuring the real cast and crew of the film who come together to overcome a specific health condition.
The film extends to create an integrated approach to story-telling with each of the eight key cast and crew telling his or her own story. The campaign became possible because of their spirit, backed by modern healthcare and Abbott’s breakthrough products.
Talking about the campaign, Abbott regional marketing officer Joshua Grace said, “Helping people live their healthy and full lives is why we come to work. We have been creating breakthrough health products for over 125 years, and we recognize the unstoppable spirit of people, who are getting on and living amazing lives, despite the health challenges they face. This campaign is about telling the story of their spirit and inspiring others to feel they too can do the same.”
BBH India CCO and managing partner Russell Barrett said, “It’s so much more persuasive to do instead of saying. That’s what we’ve managed with this campaign. Instead of merely capturing an actor, in a situation, we’ve turned the camera inwards and demonstrated how amazingly resilient and unstoppable people are when confronted with health challenges. It was a huge challenge to create a film like this and that we succeeded is a testament to the brilliance of the cast and crew behind the ad.”
The campaign story focuses on how modern healthcare has helped people to push past the seemingly impossible to have a life full of rich experiences and fulfilling moments. In line with Abbott’s philosophy, ‘Life.to the fullest’, this campaign builds on Abbott’s 2016 campaign by BBH India. The TVC naturally extends from last year’s activity also created by BBH India, which received an overwhelming response from across the industry. Last year’s radio campaign showcased three real people who recorded live radio ads while rafting through rapids, paragliding, or running the Ladakh marathon, despite facing heart disease, diabetes and the challenge of ageing healthily. It was the first ever radio campaign to be recorded live.
BBH India managing partner and CEO Subhash Kamath said, “I think we’re onto something really big and long lasting. Real stories of real people, living life to the fullest, were something we started last year on radio and online video. We are taking it to the next level this year by creating a real story for television too.”
MUMBAI: Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has rolled out the latest television commercial (TVC) for exciting 4th Gen upgrade of Activa – India’s No. 1 selling two-wheeler brand.
Developed by Dentsu One, a Dentsu Aegis Network agency, the TVC was launched with the World Television Premier of Jolly LLB 2 and has started running on air across popular channels from 14th May’17.
From its debut in 2001, Honda 2Wheelers India re-activated the automatic scooter segment with the iconic Activa on back of its two core strengths – advance technology and innovation. Activa’s biggest strength lies in its continuous evolution ahead of the time which has fortified its universal appeal that cuts across generations, geographies and genders. Over the years, Activa grew from No. 1 selling automatic scooter to overtaking all motorcycles and become No. 1 selling two-wheeler of India. In 2017, Honda 2Wheelers launched the 4th generation BS-IV and AHO compliant ‘ACTIVA 4G’ with new style and features like mobile charging port for connectivity on the go.
The ‘Nayi Generation Hai’ campaign reinforces the top of mind recall for Honda’s fourth generation Activa; both emotionally and rationally. The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation.
In 16 years, Honda’s Activa brand has gained a strong trust of over 1.5 crore Indian families and counting. The iconic Activa is today the “Most Trusted & Convenient” common denominator for all Indian families – be it young college-goer or working professional, home-maker or the active senior citizens.
India’s psychographics is fast evolving and everyone in this new India is exploring something new.
Be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India’s Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.
The target audience of Honda’s Activa is not limited to a specific age group or region. It is trusted by every generation across the nation. Age or gender is no more the barrier for people to do different things or do things differently. The slice of life narrative is written with a consumer insight that people from different age brackets are now venturing into things that were traditionally considered out of bounds for them.
Honda’s ‘Nayi Generation Hai’ TVC opens with a middle-aged man on the bed, busy on his phone. He receives a WhatsApp message from his daughter to go out for snacks late in the night. The man agrees and they both ride to a neighborhood food kiosk on their Activa 4G.
Bringing life to the voice over, noted theatre artist Piyush Mishra elaborates, “Na Din Khatam hota hai, na raat. Aur sham chalti hai subah tak… Nayi Generation Hai bhai!”
The second sequence opens with a group of young women of all sizes working out… not in the gymnasium but through an energetic Zumba performance in a dance studio.
The sequence begins with the background jingle Zamaane ke yaar hai sab, masti mei sawaar hain and concludes with Piyush Mishra’s spicy voiceover saying, “Jo Mehnat ko masti banaye, wahi wise hai… are dance bhi to exercise hai!”
The group then rides out of the dance class on their Activa 4G’s and the jingle continues – Zamaane ke yaar hain, hawaon pe sawaar hain.
In the third sequence, a young professional is riding his Activa 4G and it’s his new generation mother (the pillion) who guides him to the destination by using satellite navigation maps on her mobile phone. The voice-over connects the Nayi Generation with “Manzil kahan hai… kaise pahunchna hai? No Confusion… that’s the Nayi Generation!”
The fourth sequence shows an old lady jogging towards a parked Activa 4G. Suddenly, she stops and plugs out the mobile charging cord from her grandson’s mobile and plugs it in her phone and starts dancing to the music on the spot. Surprised by her fun mood, her grandson joins in and both later leave on their Activa 4G. The peppy voice-over says Baalon ke rang par mat jao… hum battery full hain! Inke saamne to acche achon ka dibba gul hai and is completed by the happy jingle Zamaane ke yaar hain, hawaon pe sawaar hain..
The last sequence of the film takes the nayi generation theme even further. The sequence opens with the shot of an old man outside his home ready to move on an Activa 4G. His wife steps outside their home and ties a fitness band on her husband’s wrist. On being asked, “Ye kya hai?” she replies, “Nayi Generation Hai!” before both ride away to the park.
The sequences are followed by a montage, i.e. father-daughter, women performing Zumba, mother-son duo, grandmother-grandson duo and old couple seen riding Activa and enjoying their ride. The film ends with a voice over – “Aajkal India ki har generation, Nayi Generation Hai. Inhi ke liye aayi hai nayi generation wali Activa 4G” (Today every generation of India is doing something new and for them is the new generation of Activa. Activa 4G- Nayi Generation Hai)
“Activa’s continuous evolution over the years in terms of technology, innovation and design ethos has made Activa relevant across generations. While retaining its core of trust and reliability, our astute communication has led Activa to gain top of consumer mindshare as well,” Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.
“Time was when we used to say ye nayi peedhi hai, ye aisi hain, waisi hain, inko samajhna mushkil hai etc. but now you see that there is no such thing as a generation gap. We thought it’s an opportune time to speak of this new generation that defies all age related myths,” said Titus Upputuru, National Creative Director, Dentsu One
“The traditional demographics have become a passé and age as a metric of classification means nothing. Marketing and brand building is all about having right insights that connect to right mindsets – whether the consumer is 18 or 80 years doesn’t really matter,” said Abhinav Kaushik, Senior Vice President, Account Management, Dentsu One
MUMBAI: Star Sports’ latest TVC for the ICC Champions Trophy 2017 campaign is a take on the magnetism of India – Pakistan cricket matches. India vs Pakistan matches across formats have created some moments of great significance in cricket, making it one of the biggest sporting rivalries in the world. On Sunday, June 4th, India will play Pakistan in Group B of ICC Champions Trophy 2017 at Edgbaston in Birmingham. The match will be aired live on the Star Sports network.
The TVC, titled “#SabseBadaMoh”, conceptualized by Star Sports creative communications team, revolves around the fascination of fans with India-Pakistan cricket. The film showcases how a fan can willingly abandon any materialistic possessions and desires to attain moksh but cannot miss the cricketing action between India and Pakistan. The fans just cannot afford to miss the live action between the arch rivals.
This TVC builds on the successful films – ‘World Cup wali feeling’, ‘Har Koi Dekhega’ and ‘Matrabhasha’ and is part of the #ChampionsKaWorldCup campaign launched by Star Sports for the ICC Champions Trophy 2017.
A Star India spokesperson said, “ICC Champions Trophy is the biggest cricket tournament of the year and, with an India-Pakistan match, every cricket fan will tune-in no matter which side they cheer for. The passion, pride and enthusiasm that an India-Pakistan match draws from fans is unmatched around the world. ‘#SabseBadaMoh’ underlines this sentiment and carries the #ChampionsKaWorldCup campaign forward.”
Set in scenic Ladakh, the film opens with a monk reading a story in a newspaper about a young businessman giving up his worldly possessions. Soon after, he sees the same man, dressed in a suit, stepping off a helicopter and walking towards the monastery. The film cuts to the man in various facets of his life, parting with his treasured belongings. Even after achieving all the success in the world, something is amiss in his life and he embarks on a quest to attain moksh. At the monastery, the man is on the verge of embracing the life of a monk starting with shaving-off his head, when a gust of wind flips a newspaper with the headline – India vs Pakistan clash at the ICC Champions Trophy on June 4. Next we see that, the man races out of the monastery, to catch the most-awaited match of the year between India and Pakistan.
Ending on an emphatic note, the film states- ““Yeh moh kabhi nahi chhutega”
MUMBAI: The interesting social media campaign called ‘Spot of Sun’ by HealthAssure won Gold in Abby’s award.
The company was set up with the ultimate goal of being an aggregator for primary care services for Corporate and individuals. HealthAssure CEO Varun Gera is also part of the CII Health Insurance and Standards Committee.
Vitamin D is extremely essential for us, but often the most neglected. People are extremely unaware of the importance of vitamin D and that lack of it can even lead up to depression. Among the various causes of depression, lack of Vitamin D is the easiest to tackle. So, to bring about awareness among people about the importance of sun and how much of a difference it can make.
The campaign talks about the importance of sun and how it can make you happy, in the most unique way possible.
The campaign had a story printed partially in normal ink and partially in photo chromatic ink (which would only be visible under the sunlight). When people read the story indoors, it was a sad story. But when they stepped out under the sun, the lines in the Photo chromatic ink appeared and it made the story a happy one.
This video beautifully shows how sun, the biggest source of Vitamin D can make you happy and help you deal with depression.
MUMBAI: Burger King India, the renowned International fast food franchise launches its first ever TVC, with an aim to establish its signature product, the “Whopper”, as the unequivocal leader in the market. The campaign conceptualised by Lowe Lintas Mumbai and the film, directed by Kishore Iyer (Nirvana Productions), is primarily targeted to India’s millennial generation, and will aim to strengthen brand awareness.
The ad started on 12 May and will be extended across the digital medium. The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.
In its quintessential authentic tongue-in-cheek style, the TV spot opens with a group of teenagers trying to guess at the correct pronunciation of the Whopper. With this typical style, Burger King subtly concedes that the Whopper is often mispronounced in India. However, the spot goes on to take a good-humoured dig that it doesn’t matter what how a guest pronounces the Whopper, so long as it is not called a burger, because the Whopper is indeed bigger than the average Burger. Burger King aims to extend this creative thought in many further interesting ways through on-ground activations and innovations.
Raj Varman, Chief Executive Officer, Burger King India said, “The Whopper is inimitable and bigger than a quintessential burger in both flavour and size. This is exactly what we wanted to impress upon in this campaign. Our guests absolutely love the Whopper and give us credit for offering a BIG product at an affordable price. It is truly value for money to get this great tasting, high-quality, super-sized Whopper starting at just Rs. 109. This commercial is a great combination of a real consumer insight and a powerful product differentiator. The insight in connected to our brand philosophy of your way and encouraging people to be their true self. We had done extensive research to land on the most powerful differentiator for the Whopper, which is the fact that it is bigger than any comparable burger at that price and that’s the central idea of this TVC.”
Burger King will launch a limited time offer, in time for the campaign, where a full Whopper meal with fries and Pepsi will be available starting at only Rs. 99 (plus taxes).
Arun Iyer, Chairman & CCO Lowe Lintas said: “Whopper” is the flagship product of Burger King, globally. The brief was to launch this flagship product in India by telling the millennials this truth “It’s not a burger, it’s a whopper” while keeping it in sync with the brand philosophy of “your way”. However the challenge for us from the India context was two fold – “Whopper”, the word, is not used enough plus we needed to bring alive the brand philosophy (of Your Way) for the Indian millennial. That’s when we noticed the Indian truth for the Whopper- it was mispronounced a lot thanks to the way the spelling reads. We felt this ‘mispronunciation’ was an opportunity to leverage wherein the brand accepts millennials as they are and also demonstrates its ability to laugh at its own reality of people mispronouncing the whopper, hence the idea of “call it whatever, never a burger”. This not only landed the brand philosophy but also delivered on the core attribute of ‘authenticity’ that the brand has at its core.
MUMBAI: YouTube’s ‘Best Girlfriend’-fame writer-director Navjot Gulati has made ‘Jai Mata Di, a special short, on Mother’s Day starring real-life mother-daughter Supriya-Shriya Pilgaonkar which went live on Saturday morning.
Terribly Tiny Talkies, a storytelling collective, brings together distinctive and talented filmmakers from India to craft thematic short films under ten minutes.
This humour filled short drama is about a couple, Suraj and Ananya, who are shifting from Bangalore to Mumbai and want to live-in together to kick off a new phase in their relationship. They go house-hunting but can’t just find a house that Ananya likes until they see an apartment which has her heart set on but there is a hitch, the housing society does not allow unmarried couples. Their broker Datta Verma comes to their rescue, he suggests that they pose as brother-sister and call Ananya’s mother’s to come for the society meeting assuring them that they are indeed siblings.
Terribly Tiny Talkies’ co-founder & CCO Chintan Ruparel, and chief writer & creative producer Sharanya Rajgopal say, “Mumbai is a funny city. But, when it comes to two people living under the same roof without a marriage certificate, it’s not religion, caste, or even the parents that’s the biggest hurdle. It’s a species that dictates the law of the land without really owning it — the society secretary. But, as they say, there’s nothing that mom can’t solve.”
Gulati says, “Every Mother’s Day, we see some heart-wrenching story being told and people sharing the content with a heavy heart. This day, however, they will share the content with a smile.”
Shriya Pilgaokar, who made her debut opposite Shahrukh Khan in Fan last year, says, “This is extremely special to me because mom and I worked together for the first time.”
MUMBAI: Rajnigandha Silver Pearls has launched a new video titled “Acha hai #Maa Kehti Hai” paying tributes to all the loving and caring mothers on the occasion of International Mother’s Day.
Carrying forward the success of the #Maa Kehti Hai campaign of past, the new video with an emotional storyline will be released on Facebook followed by an audience engagement exercise across social media channels, where users will be invited to share their mother’s story and tell us about their greatest hero; ‘Your story begins with your mother’s story and that story is the greatest of them all!’
The campaign highlights the inherent goodness that resides in every mother and connects with the brand proposition “Achchai Ki Ek Alag Chamak Hoti Hai”.
This film is based on the insight that mothers are taken for granted and their advice & instructions are not always appreciated by the kids. This video shows how difficult it is to manage a day without your mother. The video opens to a couple of shots where children are cribbing about their mother. The next day morning, kids find a note from their mother informing that she won’t be home the entire day and then everyone from the father, who is trying to make breakfast for the kids to the children who are trying to get ready for the School start struggling & missing her; after initial delight of being able to do “their thing”.
The next shot showcases that the kids are back from school and are delighted that their mother is not around to stop them from watching TV. However, they soon get bored and switch it off. No one says a word but their facial expressions clearly portray, how much they miss their mother. The mother returns home in the evening and finds the house in a mess.
The younger daughter runs to the mom and hugs her tightly and says, “Aap kahan chale gaye thay?” The elder one also adds, “acha hai aap chali gayi thi, aaj humein pata chala ki Mom banna kitna mushkil hai.” The mom also gets teary eyed and kisses her children. The film ends with a warm family moment as they all cuddle up and the tagline -Kitna accha hai ki maa humare liye har pal maujood hai. Iss mother’s day, shukriya adaa kare uss mom ka. AcchaHai #MaaKehtiHai.
DS Group associate VP – marketing Rajeev Jain said, “The essence of Rajnigandha Pearls, is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication.”
“The video emphasizes not only on a mother’s importance and existence in our lives but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai,” he added.
MUMBAI: With Mother’s Day around the corner, Preganews, pregnancy detection card, under Mankind Pharmaceuticals, has launched a new campaign #YourSecondHome to strengthen its relationship with the user and ease the lives of pregnant women at work.
The #YourSecondHome campaign not only started a relevant conversation with its consumer, it also inspired them to reach out to pregnant women and make their lives a lot easier in their workplaces. The campaign was a major success in terms of reach and call-to-action. It has been conceptualized & executed by ADK Fortune and the entire film is directed by Mr. Manoj Pillai under Absolute Productions.
R.C. Juneja, Chairman, Mankind Pharma said, “It’s the responsibility of the brand to take up relevant issues concerning pregnancy and provide effective ways to handle the pregnancy at the workplace. It’s an extremely demanding phase in their life, both physically and emotionally and most women in India continue to work in offices very late during pregnancy. And being the category leader, it is our moral responsibility to raise issues like these, which takes our corporate philosophy of serving lives further”.
The film opened a dialogue between people, their employers and Preganews. Everyone instantly related and empathised with pregnant women. Moreover, people acknowledged and lauded this initiative while sharing their personal experiences of working during pregnancy. The Campaign struck a unique conversation with its audience and instantly went viral. The film garnered over 20 Million views and 3 lakh shares, organically, on various social media platforms.
